A01=Barak Libai
A01=Eitan Muller
A01=Elie Ofek
advertising
assessment
Author_Barak Libai
Author_Eitan Muller
Author_Elie Ofek
brand
business
Category=KJD
commercial viability
company assets
competition
consumer base
consumers
diffusion
econometric models
entrepreneur
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
equity
financing
funding
growth
innovation
market share
marketing
monetary value
nonfiction
price
products
progress
shares
stock
success
technology
valuations
Product details
- ISBN 9780226618296
- Weight: 595g
- Dimensions: 16 x 23mm
- Publication Date: 30 Sep 2016
- Publisher: The University of Chicago Press
- Publication City/Country: US
- Product Form: Hardback
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From drones to wearable technology to Hyperloop pods that can potentially travel more than seven hundred miles per hour, we're fascinated with new products and technologies that seem to come straight out of science fiction. But, innovations are not only fascinating, they're polarizing, as, all too quickly, skepticism regarding their commercial viability starts to creep in. And while fortunes depend on people's ability to properly assess their prospects for success, no one can really agree on how to do it, especially for truly radical new products and services. In Innovation Equity, Elie Ofek, Eitan Muller, and Barak Libai analyze how a vast array of past innovations performed in the marketplace from their launch to the moment they became everyday products to the phase where consumers moved on to the "next big thing." They identify key patterns in how consumers adopt innovations and integrate these with marketing scholarship on how companies manage their customer base by attracting new customers, keeping current customers satisfied, and preventing customers from switching to competitors' products and services.
In doing so, the authors produce concrete models that powerfully predict how the marketplace will respond to innovations, providing a much more authoritative way to estimate their potential monetary value, as well as a framework for making it possible to achieve that value.
Elie Ofek is the T. J. Dermot Dunphy Professor of Business Administration at Harvard Business School. Eitan Muller is professor of marketing at the Leonard N. Stern School of Business at New York University and the Arison School of Business of the Interdisciplinary Center Herzliya in Israel. Barak Libai is professor of marketing at the Arison School of Business at the Interdisciplinary Center Herzliya in Israel.
